We are in the "Salle Esterel" to attend the first workshop dedicated to Content 360.
Gary Carter, Chief Creative Officer of Fremantle Media, and Jon Kamen, Chairman and Founder of @Radical Media, will reciprocally chair the jury and lead the brief which involves the evaluation of four projects: – go to answer, Jason Mitchell of The Connected Set Ltd, UK – trix & trax, Alejandro Rojas of Ven A Kite, Venezuela – un1que, Chuck Thomas of Pop Monkey Productions, USA – Give me a dollar, Chuen Loong Lee of Ed Online Technologies, Malaysia.
Do you know what is meant by transmedia? Because that's all they talk about here! And I didn't know it before landing in here, in this room where everyone uses an iPad, a tablet, a Mac, a smartphone, has a digital reflex. you'll find something here Transmedia storytelling is a technique of telling stories across multiple platforms and formats, recognized for its use by mass media to develop media franchises.
Ideas that could not live without interaction with digital media, this is the slogan with which Gary presents the projects to us. Here there is no room for crises, financial wars and countries in search of new conquests. Here we talk about the change underway, the myriad of self-produced content by companies that are created by the millions all over the world, the millions of ideas that are depopulating the internet. But the feeling is that even TV beyond the Alps is galloping rapidly towards the digital world while ours is populated by outdated caryatids and stupid programs for switched off encephalograms. They show us formats and ideas that if it weren't for the fact that we have the internet and see the world, Italian journalists in Italy would call it science fiction. Kamen continues and shows us an interactive film made entirely in HTML5 entitled “we used to wait” with user Eric Schmidt. Then he shows us the first interactive video show created in 1953, “Winky Dink and you”. And from here a long overview up to today to get to the topic of USER GENERATED CONTENT and it is precisely from here that the presentation of the projects starts. They are startups, so you won't find much online 🙂
Go to the answer! They ask you a question. To reply you must check in in the exact place relating to the reply. You can use google, ask for advice, have a stroke of luck BUT IN THE END you have to be physically there to win. Or you're watching the TV series that always matches the answer. Sounds cool! It's a mix of foursquare, shopkick and the millionaire. But it's democratic, everyone can win and not just the cheaters.
Trix & Trax, definitely for juniors. Share a sports trick in their community and create a bond with a music track. In Latin America it seems to be going great. Teams made up of a combination of a trix and a trax compete in an online game. 62 million players worldwide in Trackville, their version of farmville. 2 Billion visits per day on media uploaded to YouTube in their community. I do not know. I don't like. But young people might like it a lot, I'm in the senior direction. If I were to invest in it, I would develop it in Facebook because the business models are weak: vertical stores and royalties on musical tracks for commercial use.
Un1que. The Popmonkey logo is hilarious! The idea is beautiful. Mix of a TV program and an online community from which the candidates are selected. What is it about? The pay off says “you have to be yourself to participate”. They look for you by selecting your characteristics and the questions are very funny like "do you work in a bank and still live with your mother?". Or, do you believe in aliens, do you live with your mother, did you have your first kiss when you were 15 and do you have blue eyes? If it's you you win! The sponsors are Coca&Cola, Starbucks, iTunes and many more. Fun and for once you don't need to know what you're doing and where you're doing it!
But the best one is this, “give me a dollar!”. What could be done if everyone gave someone a dollar? He would become the richest man on the planet. Simple, right? What if someone did it for you and then donated the proceeds to realize your idea, as long as it also does something for others? Here's the idea! A TV show and a digital platform. With the second you interact with the game, donate a dollar and participate in the vote. The creator showed us some examples already promoted in Malaysia and they are crazy. A restaurant and everyone who donated a dollar and voted for it could dine for free for a year. Brilliant. You pay a dollar, vote and follow the contest which ends with a TV show. Simple, fun and ingenious.
